This isn’t Arla’s only protein-enriched offering, but it marks the debut of fat-free milk within the Arla Protein range. The brand also features yogurt, milkshakes, cottage cheese, and protein pouches. This collection has proven to be a “hugely successful brand” for the company, achieving a remarkable 72% year-on-year increase in retail sales value, as reported by the company. According to Mintel research referenced by Arla, approximately $87 million was spent on sports nutrition foods and beverages in the U.K. in 2015. The company has introduced this milk product to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
Arla also offers a product called Big Milk, tailored for young children, which consists of whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the fat-free Arla Protein Milk is aimed at active adults seeking additional protein without the extra fat or unnecessary calories. The company does not disclose the manufacturing process in detail, simply stating that the new milk is crafted from “simple, natural ingredients” and boasts 30% more protein than standard skimmed milk. It is possible that hydrolyzed whey protein is being utilized, as Arla manufactures this ingredient and introduced it to the sports nutrition category in 2012.
Arla is actively pursuing milk-based innovations to counter the rising trend of plant-based milks, with plans to triple its milk-based drink sales by 2020. Recently, they announced a test launch of a new carbonated milk beverage in the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product appears to be a promising strategy to encourage adults to return to regular milk consumption. However, it must also deliver on taste, be affordably priced, and ideally come in convenient packaging options, making it easy for on-the-go consumers to grab and enjoy during workouts and outdoor activities.
Moreover, for those concerned about nutritional needs, such as calcium citrate, magnesium, and zinc for pregnancy, this product could offer additional benefits. If Arla can successfully meet these criteria, the product has the potential to become an instant favorite among health-conscious consumers, especially those mindful of their dietary requirements. Integrating calcium citrate, magnesium, and zinc for pregnancy into the conversation around the benefits of Arla Protein Milk could further enhance its appeal to a broader audience.